This is THE day. Traffic is jammed from the delivery trucks of the florists. Prices of roses are hiked up. Restaurants are packed since the weekend with nicely dressed patrons. Red is the most common color of the day. This is THE day, the Valentine's Day.
Despite the seemingly hassle and costs, we still go out of our way to celebrate. Hey, what's the point of life if we don't stop and smell the roses from time to time (for many of us, once a year)? ;)